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Hbc2207:Marketing Management Question Paper

Hbc2207:Marketing Management

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2011

QUESTION ONE – (30 MARKS)
(a) The marketing function achieves competitive advantage for an organization. Explain how the marketing manager can achieve this by adopting Michael Porters generic strategies. (9 Marks) (b) Explain three errors marketing managers should avoid when positioning their companies product. (9 Marks) (c) Explain three characteristics of a good brand name. (6 Marks) (d) Explain three levels of strategy and their importance to an organization. (6 Marks)
QUESTION TWO – (20 MARKS)
(a) As a Marketing Manaer one must hae an inside-outside’ loo of the enironment Explain this statement. (10 Marks) (b) Explain two marketing philosophies that you recommend for use in your organization and how they will be implemented. (10 Marks)
QUESTION THREE – (20 MARKS)
(a) Explain four functions of a marketing manager. (10 Marks) (b) Explain the AIDA Model that customers use in adopting a new product. (10 Marks)
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QUESTION FOUR – (20 MARKS)
(a) Explain the steps in developing a new product in the market. (14 Marks) (b) Discuss the factors that contribute to failure of new innovations in the market. (6 Marks)
QUESTION FIVE – (20 MARKS)
When consumers are making complex decision before making highly valued purchases, they go through a process. Discuss the stage in complex decision making process in buying behavior. (20 Marks)

Hbc2207:Marketing Management Question Paper

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